MilliporeSigma’s Curiosity Cube™—a 22-foot by 10-foot retrofitted shipping container turned mobile science lab—engaged tens of thousands of students across the U.S. in 2017. Visiting both schools and public events, the Curiosity Cube™ immersed visitors in a world of science—equipping them with a newfound knowledge on topics explored through the interactive, hands-on experiments conducted inside and sparking their interest in a future career in STEM. Throughout 2017, Havas PR was tasked with garnering local media and influencer interest in and coverage of the dozens of U.S. stops.
The goal of our media outreach efforts was to generate local media and influencer interest, attendance and coverage—increasing both parent and educator awareness of the Curiosity Cube™. In the process, we aimed to elevate MilliporeSigma’s profile as a company committed to enhancing access to science education and fostering innovation at a young age. Our geo-targeted efforts generated 180 placements, equating to 1.5 billion impressions.
BIG IDEA FOR FOX MILLIPORESIGMA’S CURIOSITY CUBE™: Highlight the hands-on experience that the Curiosity Cube™ brings to the students and communities that it visits.
HOW’D WE GET THERE? Havas PR’s comprehensive media relations strategy drove awareness of the Curiosity Cube™—securing media coverage and generating buzz in each market that it visited. Key components of our campaign included: conducting media outreach to local outlets; tapping local influencers/KOLs to drive awareness of the Curiosity Cube™; and connecting with local schools/organization partners for amplified outreach. To supplement our outreach, we held strategic planning calls with each of MilliporeSigma’s partners who were hosting public Curiosity Cube™ events and formulated communications plans to reach even more local journalists, parents and educators. Additionally, we amplified all news releases and earned coverage via MilliporeSigma’s 3BL channel to reach key stakeholders in markets beyond those that the Curiosity Cube™ visited.
Results from our media relations campaign for the Curiosity Cube™ were above and beyond our expectations—and our client’s. Key highlights of our media outreach include placements in Austin360 (Austin American-Statesman), Boston Globe, EdTech Digest, Justmeans, Scientific American, Shawnee Dispatch, Sheboygan Press (part of the USA Today Network), SocialEarth, St. Louis Magazine, Triple Pundit and USA Today. We also secured 22 broadcast placements across 16 TV stations. Although MilliporeSigma is a large, global company, it is not frequently on television. These broadcast placements were a big win for the company—helping not only spread the word about the Curiosity Cube™, but also elevate MilliporeSigma’s presence within the communities.